MMI Analytics & Insights Blue Bell

PRE – RECALL CONSUMER 52 Weeks Ending Jan-04-2015 Dollars in basket with and without product: Blue Bell $68.13 IN; $42.54 OUT Ice Cream $66.23 IN; $40.31 OUT Purchase 2 X + Blue Bell 66.6% Ice Cream 87.4% Trip Mission IRI CONSUMER 1-4-2015

BLUE BELL SHARE OF TTL US MULO PRE-RECALL IRI TTL US MULO

PRESS RELEASE BRENHAM, Texas, April 20, 2015 –Blue Bell Ice Cream of Brenham, Texas, is voluntarily recalling all of its products currently on the market made at all of its facilities including ice cream, frozen yogurt, sherbet and frozen snacks because they have the potential to be contaminated with Listeria monocytogenes, an organism which can cause serious and sometimes fatal infections in young children, frail or elderly people, and others with weakened immune systems. Although healthy individuals may suffer only short-term symptoms such as high fever, severe headaches, stiffness, nausea, abdominal pain and diarrhea, Listeria infection can cause miscarriages and stillbirths among pregnant women.

BLUE BELL SHARE OF TTL US MULO RECALL IRI TTL US MULO

BLUE BELL SHARE OF TTL US MULO POST-RECALL IRI TTL US MULO

BLUE BELL SHARE OF TTL US MULO ACROSS 52 W/E 7-9-17 IRI TTL US MULO

BLUE BELL SALES IRI TTL US MULO

continued across the Pre, During, and Post Recall period. ICE CREAM SALES Ice Cream Sales continued across the Pre, During, and Post Recall period. IRI TTL US MULO

POST – RECALL CONSUMER 52 Weeks Ending Jan-03-2016 Dollars in basket with and without product: Blue Bell $68.62 IN; $43.96 OUT Ice Cream $67.52 IN; $41.23 OUT Purchase 2 X + Blue Bell 57.6% Ice Cream 87.4% Trip Mission IRI CONSUMER 1-3-2016

FOLLOW UP BLUE BELL had 2 follow up, minor recalls: September 2016 – cookie dough February 2017 – cookie dough Repeat shopping was the only measure to drop from the pre period to the post period. Consumer would purchase 2 or more Blue Bell products: 66.6% of the time Pre-Recall 57.6 % of the time Post-Recall.

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